Marketing Technology - Data Activation & CDP Lead, Boston, MA

About the Role

Key Responsibilities

• Own the product vision and roadmap for our Customer Data Platform - aligning it to business priorities, marketing goals, and enterprise initiatives
• Partner closely with Marketing to translate growth, targeting, and personalization use cases into scalable CDP capabilities, prioritized backlogs, and clear execution plans
• Oversee tagging and event instrumentation strategy in partnership with Analytics, ensuring accurate and scalable data capture for activation
• Define and enforce a marketing data taxonomy and governance framework, ensuring consistency across platforms and use cases
• Partner cross-functionally with Analytics, Media, Lifecycle Marketing, Martech, and IT to design and deliver high-impact use cases, from audience suppression to cross-channel personalization
• Drive CDP adoption across teams - delivering training, documentation, and best practices to improve self-service and scalability
• Identify and track KPIs for CDP value realization, including speed to market, campaign lift, and platform ROI
• Support enterprise AI readiness by ensuring real-time customer data is structured, trusted, and actionable
• Lay the groundwork for future team expansion with the opportunity for hiring and managing additional Martech talent as our CDP and personalization programs scale

Requirements

• Bachelor's Degree or equivalent work experience in Marketing, Communications, Business, or an equivalent field
• 9+ Years of experience in Marketing Technology, Marketing Operations, or related roles
• 2+ Years of direct experience working with a Customer Data Platform (CDP) to manage identity resolution, audience segmentation, and data activation (e.g., Tealium, Adobe RT-CDP, Segment, Salesforce CDP)
• Strong understanding of digital marketing data flows, first-party data strategy, and event/tag management
• Proven success operating in highly matrixed organizations, aligning multiple teams toward a shared vision
• Familiarity with modern B2C marketing stacks and channels: CRM, media platforms, web, and mobile apps
• Excellent communication, stakeholder management, and project leadership skills
• Financial services or regulated industry experience is a plus

Nice to Have

• Established work history or equivalent demonstrated through work experience, training, military service, or education

Qualifications

• Educational background in Marketing, Communications, Business, or related field

Benefits & Perks

• The base pay range for this position is $93,750.00 USD to $160,000.00 USD annually
• Access to Santander Benefits - 2025 Santander OnGoing/NH eGuide (foleon.com)